Sublime

Our customers feel a sense of ownership with The Hundreds, and if they believe we’ve sold out or feel we’re making off-brand moves, the backlash can be sharp and unforgiving. The Hundreds has come to represent chapters in young people’s lives.

What if there was an apparel brand that was so public and honest that you knew everything the people behind it loved and supported, and regardless of whether you agreed with them, you felt as if you could invite them over for dinner?

Our mantra is “People over Product” to remind us that without culture, The Hundreds is just a label.

This isn’t just a clothing company or an online magazine; it’s more than that. It’s a ‘lifestyle project.’”

I appreciated the independent, artistic spirit that drove the Alife name, and I’d leave the shop feeling inspired and even a bit envious.

I owe this book to Jimmy and to everyone who’s loved and lived our brand along the way. As much as it is my story, it is inextricably theirs as well. We’re all in this together.

The Hundreds is an utter anomaly in the fashion world, following no previously established business model.

I admired the serene brook that flowed in the Undefeated store on La Brea and the skate bowl inside Supreme’s new Fairfax location. These artistic touches were conversation pieces that had nothing to do with selling clothes and everything to do with relaying a message.